Marketing Critical Review
A Critical Review of Melody M. Tsang, 2004, Consumer Attitudes Toward Mobile Advertising: An Empirical Study, Marketing Research Journal, Volume: 8, Issue: 3, Pages: 65-78 and Haghirian, 2005, Consumer Attitudes Toward Mobile Advertising: An Empirical Study investigation among Austrian users, Marketing Research Journal, Page :34
Melody M. Tsang and Haghirian conducted a study on consumer Attitudes toward Mobile Advertising. Melody studied the customer behavior based on Web advertising attitude module developed by Bracket and Carr, whereas Haghirian followed the critic stimulus features of various advertising media and their contents based on Roger’s and Thorson’s research paper. It is important to know the customer attitude towards mobile advertising as many people reacts differently with the content value of the message, cultural background and age. Both articles’ review were stressed into two different aspects where Melody M’s research was a comparison of customer satisfaction and whether the consumer has consented to it and what the impact of this aspect is. It was concluded that the there is a direct relationship between consumer attitudes and consumer behavior and it’s generally negative attitude unless it’s consented. On the other hand, Haghirian’s paper focused on a specific group of people who have the same cultural values (Austria). The study emphasizes on the aspect whether the value of the message can affect the consumer’s behavior as it was concluded that the advertising value and advertising message content have the largest impact on attitude toward advertising via mobile devices. The research aimed to investigate how mobile consumers perceive and evaluate mobile devices as a source of advertising as well as presents results of a survey on consumer attitudes toward advertising via mobile devices. To the extent that this research is exploratory, results of this study provide insights into the importance of recognizing mobile advertising and consumer
Melody M. Tsang and Haghirian conducted a study on consumer Attitudes toward Mobile Advertising. Melody studied the customer behavior based on Web advertising attitude module developed by Bracket and Carr, whereas Haghirian followed the critic stimulus features of various advertising media and their contents based on Roger’s and Thorson’s research paper. It is important to know the customer attitude towards mobile advertising as many people reacts differently with the content value of the message, cultural background and age. Both articles’ review were stressed into two different aspects where Melody M’s research was a comparison of customer satisfaction and whether the consumer has consented to it and what the impact of this aspect is. It was concluded that the there is a direct relationship between consumer attitudes and consumer behavior and it’s generally negative attitude unless it’s consented. On the other hand, Haghirian’s paper focused on a specific group of people who have the same cultural values (Austria). The study emphasizes on the aspect whether the value of the message can affect the consumer’s behavior as it was concluded that the advertising value and advertising message content have the largest impact on attitude toward advertising via mobile devices. The research aimed to investigate how mobile consumers perceive and evaluate mobile devices as a source of advertising as well as presents results of a survey on consumer attitudes toward advertising via mobile devices. To the extent that this research is exploratory, results of this study provide insights into the importance of recognizing mobile advertising and consumer